Summary

At present, market competition caused by economic globalization mainly takes the form of brand competition.  Brand not only confers products different value and results in different sales volume, but produces huge premium earnings as well.  Against the background of the globalization of the automobile industry, China automobile industry is surrounded by multinational brands.  What are multinationals secrets for building strong brands?  How should Chinese automobile enterprises build powerful brands to boost their core competitiveness?

In the face of the questions and challenges mentioned above, the 2006-2007 Annual Report on Brand Competitiveness of China Automobile, helps manufacturers and investors to grasp more accurately the pulse of brands in China automobile market in the following aspects and explore the makings of powerful brands success:

The report probes the impetuses for strong brand competitiveness, and sums up successful brands' models and experience in the respect of brand positioning, brand management and brand promotion;

After elaborating on leading brands competition performance in 2006, it sums up brands successes and failures in the dimension of brand influence, brand market power, brand loyalty, brand innovation capability and brand life, and reviews the makings of success;

On the strength of a deep understanding of China automobile market, we put forward relevant highly practical recommendations for improving brand competitiveness.

Report Outline

Main Conclusions

Key Findings

Section 1    Present Situation & Trend of China Automobile Market

1.1    Present Situation

1.2    Trend

Section 2    Brand Competitiveness Analysis (I) - Brand Positioning

2.1    Types and Characteristics of Brand Positioning

2.2    Problems and Misconceptions concerning Brand Positioning

Section 3    Brand Competitiveness Analysis (II) - Brand Management Conducted by Chinese Automobile Enterprises

3.1    Brand Management Model

3.2    Brand Management Experience

Section 4    Brand Competitiveness Analysis (III) - Brand Promotion Conducted by Chinese Automobile Enterprises

4.1    Methods and Means of Brand Promotion

4.2    Brand Promotion Experience

Section 5    Assessment of the Brand Competitiveness of Chinese Automobile Enterprises

5.1    Index System for Assessing Brand Competitiveness

5.2    Assessment of Brand Competitiveness

Section 6    Brand Competitiveness of the Leading Enterprises in China Automobile Market

6.1    China FAW Group Corporation

    6.1.1  Brand Leadership

    6.1.2  Brand Market Power

    6.1.3  Brand Loyalty

    6.1.4  Brand Innovation Capability

    6.1.5  Brand Life

6.2    SAIC Motor Corporation Limited

    6.2.1  Brand Leadership

    6.2.2  Brand Market Power

    6.2.3  Brand Loyalty

    6.2.4  Brand Innovation Capability

    6.2.5  Brand Life

Section 7    Recommendations for Improving the Brand Competitiveness of Chinese Automobile Enterprises

7.1    Brand Positioning

7.2    Brand Management

7.3    Brand Promotion

Tables

1. Profitability index of China Automobile Market, 2001-2006

2. China Major Automobile Enterprises, 2006

Diagrams

1. Concentration of China Automobile Market, 2006

2. Consumers Considerations in Buying Automobiles